Abstract

This paper examines the adoption of green business initiatives in Vietnamese firms’ activities and their impacts on firm performance. We applied both qualitative and quantitative methods in this study. Our research results show that green initiatives have positive impacts on firm performance in terms of operating performance, financial performance, marketing performance and environmental performance. Green initiatives such as green supply chain management, reverse logistics, green logistics, green marketing, green advertising, eco-labeling, and green product innovation help firms grow and improve their revenues, profits, market shares and customers’ satisfaction towards their products and services. In addition, green business initiatives contribute to firms’ reduction in costs and negative impacts on the natural environment.